A hotel that looks like no other in Austin is going up off South Congress Avenue

By Lori Hawkins,Austin American-StatesmanUpdated Sep 20, 2023 5:05 a.m.

A hotel that looks like no other in Austin is going up behind the popular Guero's Taco Bar on South Congress Avenue.

Frame Hotel - SoCo will feature a collection of 22 modular suites, all with private patios. It is scheduled to open in late 2023.

The site at 110 W. Elizabeth St. went through a number of proposed hotel iterations, originally led by the late Rob Lippincott, who, with wife Cathy, opened Guero's in 1986.

Guero's relocated in 1995 from East Oltorf Street to 1412 S. Congress Ave., a site that was originally a Central Seed and Feed Store building dating back to the late 1800s. The Lippincott family continues to operate the restaurant.

Plans for the land behind Guero's at one time included a luxury boutique hotel. But arranging financing was challenging, Rob Lippincott told the American-Statesman in 2016. Proposals were delayed for years before the launch of Frame Hotel - SoCo.

The location is at the epicenter of South Congress Avenue, Austin's storied shopping, entertainment and tourist district that has seen massive changes in recent years. Many small, local businesses have been priced out, and luxury brands have moved in.

Other nearby hotels include Austin Motel, Hotel San Jose, South Congress Hotel and Hotel Magdalena.

The site behind Guero's is ideal for a small lodging property aimed at visitors who want to explore the area and are looking for a different kind of stay, said developer Richard Lent.

"Frame Hotel is not for everyone, but rather for those who appreciate a more understated luxury," Lent said. "With a focus on 'less but better,' the hotel offers a best-kept secret for the discerning traveler seeking a truly unique and private experience.”

Lent is developing Frame Hotel with Guero's owners Lyle Lippincott and Bette Lippincott.

Here's what you will and won't find at Frame Hotel - SoCo:

• The 9,000-square-foot site will have no front desk, restaurant or pool and will use keyless entry. "We wanted something that didn't feel like a hotel," Lent said. "No one wants to be standing in line to check in, and then you get to your room and the key won't work."

• The property is made up of single-story units around the perimeter with a center courtyard. A two-story main building will offer a common area, beverage center and office space.

• It will target tech-savvy individuals "who work on the road and are here to meet with venture capitalists and network," Lent said.

• Lent also expects to attract an eclectic mix of visitors, including empty nesters who don't want a big-box experience. "They want to be in the heart of everything, they want to be in a place that is walkable, where they can really get to know the area where they are staying," he said.

• There will be no on-site parking, but there is a nearby parking garage and street parking. Guests "can take transportation to get here, but once here, they will likely either stay in the area and walk or take an Uber or Lyft to where they want to go," Lent said.

• The hotel is being constructed in a modular manufacturing model. "We wanted something we could move," Lent said.

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